Writing for Web Readers (And Non-Readers)

“Think about the last time you used the Web,” the speaker began. I thought back to the day before when I had done my online banking. I needed to look at a statement from a few months back. It was easy. Thanks to the Internet, I had all the information I needed at my fingertips.

They call the Web an “information superhighway.” This metaphor not only describes the wealth of information on the Internet, but also the way we use it. Just like driving, the important part is the destination, not the trip itself.

Most Web users start with a question and use the Web as a tool to find the answer. People want that drive to be as short and easy as possible.

Like most people, I approach the Internet as a means to an end. It’s an excellent resource for finding content.

This goal-oriented approach to information retrieval has led to a new style of writing, designed specifically for the Web. It rests on the premise that most Web readers scan text in short bursts, grab what they need and move on. (Read more.) Therefore, Web sites need to provide the most accurate and useful information in the most easy to use and aesthetically pleasing way.

Pay attention the next time you visit a Web site. Do you read every word or do you scan for the information you want?

Most Web users are hunters foraging for a specific piece of information. They have neither the time nor the desire to wade through lengthy text. They expect Web content to be high quality, easy to find and updated frequently. (Read more.) Writing for this type of user doesn’t just mean you create good copy; it also demands intuitive navigation.

There are three main types of Web pages:

• Home Page — Summarizes the information included on the site
• Pathway Pages — Used for navigation to lead users to the content-rich pages
• Destination Pages — Contain the information

Users don’t like to think. They like to do. They skim the home page for clues to the information they’re looking for, they click on the pathway pages to get to the real meat and then they scan that page to find the answer to their question.

For content developers, this means that you should not be filling your home and pathway pages with irrelevant content. Chances are it will just be skipped over. Keep content on those pages concise and meaningful. Save details for the destination pages.

Little coherence exists between pages on the Web, so you must think of content in topics. Like information should be grouped together in the navigation and each page should address only one topic. This contributes to clarity as well as search engine optimization. Don’t forget. You’re writing for the search engines, too.

Content should also be organized for quick access. By using bullets and headings, short paragraphs and bolded text, you identify and highlight the key information. (Read more.) This format has begun to pervade the paper world as well. As attention spans shrink, so does paragraph length.

People don’t have the patience to dig around for content. When deciding what information to include on a page, think of your user and imagine their most frequently asked questions. Then, provide those answers up front, on the home page if possible.

This concept led to an improvement on the Brook Group site. I pretended I was a typical user and questioned what information I would be looking for. I think that visitors to our site, our potential clients, want to see examples of our work. So, I added a link on the home page to our design portfolio. Our Web analytics show that many people click on that link, which means it was, in fact, a good idea. (Read more.)

Think about your visitors. What are they looking for? Why do they come to your site? Figure out what it is that people want and give it to them.

Usually, they want the simplest answer. Do not use cryptic terms and industry jargon. Consider your user, their vocabulary and how they think. Design the site around the demands of your user.

Organize information in a hierarchy, putting the most important information first. Not only should the pages be in order of importance, but even your sentence structure should reflect the pertinent information first. Start with the context and then provide new information.

Think about this example the speaker gave:
“Interested persons, on or before September 15, 2006, may submit to the Hearing Clerk, 1000 Pennsylvania Avenue NW, Washington, DC 20000, written comments regarding this proposal.”

How much easier would it be to read if it looked something like this:
“We invite you to comment on this proposal.
Deadline: September 15, 2006
Submit written comments to
Hearing Clerk
1000 Pennsylvania Avenue NW
Washington, DC 20000”

Essentially, good Web content anticipates the needs of the user and meets them in the most efficient way possible. Well-written, aptly placed content increases the value of your Web site and encourages users to return.

I appreciated printing my bank statement in 4 easy steps. Navigation and content done right makes the information superhighway an expressway leading right to the desired destination.